What is Demand Generation?
It is a fact that our customers are the biggest part of our business. In this case, to satisfy the customers becomes the main purpose of every business. To achieve this goal, all content strategists, business development experts, product managers, analytical development experts and communication experts in the enterprises find themselves in a heated work to increase the relations between the brand and the customer.
Of course, most business falls on this list to marketers. Marketers spend most of their time on complex user experience and interaction tools to help their company achieve this goal.
As you can imagine from all of this, marketing has become a specialist focus. While search engine marketing executives use online advertising to reach new users, conversion optimization experts turn traffic to the website into sales. So marketers sometimes have to focus on just one of the steps in the sales funnel to achieve success.
However, there is a marketing concept that can handle all of the above-mentioned marketing activity: Demand Generation.
What exactly does Demand Generation mean and how does it differ from inbound marketing?
What is Demand Generation?
Demand Generation which known as the marketing engine and system, is the marketing activities that bring all the marketing programs necessary to ensure that your customers are satisfied with your products and services under one roof. Demand Generation programs help your company enter new markets, introduce new features of your products, create buzz for your brand, PR and re-engage existing customers.
However, when we say Demand Generation, we can only think of a branding concept or a funnel marketing tactic for leads that are not yet ready for sale. Demand Generation programs are effective and important touches at all stages of conversion optimization and sales cycles.
Demand Generation’s goal is to create strong leads in the long run and build and develop solid relationships with customers. While there are many ways to achieve this, responding to user questions on Twitter, delivering blog posts to more people via Facebook, organizing webinars and marketing campaigns via e-mail are among the methods most preferred and used by marketers.
When it comes to Demand Generation, one shouldn’t think of a quick fix, a simple banner ad, an email bombardment or a call center call. Conversely, longer-term, efficient and productive processes, such as an e-book campaign, a weekly e-newsletter for a blogger, a meeting event, or a company-sponsored webinar, should be considered.
What is the role of Inbound Marketing in Demand Generation?
To tell you the truth, the differences between inbound marketing and demand generation cannot be seen at a glance. Of course, this does not mean that there is no difference between them.
Simply put, inbound marketing is a kind of demand generation process.
All content sources such as blog posts, social media, videos, podcasts, e-newsletters, and e-books, which have a great contribution to positioning your brand and benefited a lot by demand generation, are provided by inbound marketing.
Briefly; inbound marketing focuses on producing quality content that will attract people to your company. This means that all your content and messages are produced in line with your customers’ interests, helping you attract, connect with and build a culture around your brand.
As time goes by, most of the incoming traffic through inbound will be transformed into real customers, ie customers who make purchases.
Of course, the following information should be added:
Inbound marketing leads are 5 times more likely than potential customers from outbound marketing. In addition to selling to these customers in inbound marketing, if you are satisfied with them, you have the opportunity to establish long-term and solid relationships with them.
Demand generation also bridges and bridges the gap between your company’s sales and revenue operations, and is closely involved in many processes, from blog posts, mailing lists, social media advertising to all inbound methods.
It is important to note:
Inbound marketing and demand generation should not be considered separately and the two concepts should be considered together. Inbound marketing is the backbone of demand generation by acquiring not only a large number of potential customers but also high-quality leads.
How Does the Sales Process Work in Demand Generation?
Smart marketers want to transfer the cost they spend to generate more profits/customers, the content they produce and the email marketing methods they use to a revenue generation engine (demand generation).
It is the basic duty of marketers to send high-quality lead lists to the sales team to ensure high-value sales. This is why marketers constantly guide potential customers through the funnel. So they constantly feed them with a wide variety of content – a blog or social media post, an e-mail or a webinar. Marketers transfer the process to sales teams when potential customers are ready to become real customers.
In some cases, a company becomes a very fine line between sales and marketing operations. At times this difference is quite visible. For example, account managers want marketers to be more aggressive, while marketers can ask sales colleagues not to accept it.
Whatever the case, there must always be a strong bridge between these two departments, which is the demand generation itself. In short, demand generation programs enable companies to effectively reach the highest quality and most likely customers to turn into sales.
What Data Do You Need for Demand Generation Strategy?
As you can see, demand generation is a data-driven strategy. Therefore, it is useful to choose the themes and marketing channels your potential and real customers will love. You must also be sure that you are targeting the right people with the most attractive offers.
To succeed through Demand generation, your marketing team needs a clear personalization strategy. Therefore, data, quantitative analysis, and continuous trials are very important for this process. You can also associate marketing activities with key success metrics as the latest trends in your marketing programs emerge.
Another advantage is that once you learn the needs of your buyers and begin to anticipate marketing trends, you can increase the number of your marketing programs with different advanced levels of personalization.
Marketing automation software; It will help you publish A / B tests, choose the right content, and customize the timing for each of your marketing campaigns and customer segments.
To start your Demand generation strategy, first, get to know your customers and conduct qualitative research with user feedback. If you want to learn the needs of your potential customers a lot, then call them on the phone and ask them directly.
Finally, the success of the demand generation process is largely due to your ability to communicate correctly with target customers.
Do you have this skill, but you still do not benefit from demand generation?
Contact us to gain new customers, retain your existing customers, increase your sales and learn how to follow all your marketing processes from a single point!